休闲服装品牌生态位测度及竞争策略研究

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1、摘要目前，我国休闲服装市场品牌同质化严重，品牌之间竞争激烈，如何进行合理化的市场竞争，获得优势的品牌生态位是值得深入研究的。我国休闲服装品牌生态位重叠度高，影响了各服装品牌的发展和行业的整体进步，因此分析品牌生态位重叠的原因和影响因素是十分必要的。品牌生态位重叠度主要与品牌生态位的维度宽度等相关，因此本文以品牌生态位理论为基础，从生态学的视角探讨了我国休闲服装品牌现状及原因，建立了测度品牌生态位宽度和重叠度的指标体系，并选择我国部分休闲服装品牌进行了实证研究，根据测度之间的相互关系，提出了相对应的品牌竞争策略。本文通过对品牌生态位理论的研究，得出从生态位角度来研究我国的休闲服装品

2、牌的可行性。同时在对我国休闲服装行业的品牌生态位维度、宽度和重叠度分析研究的基础上，总结出了品牌生态位维度、宽度和重叠度之间的相互关系。根据服装品牌生态位理论结合调查问卷的研究，测算了我国休闲服装品牌各维度的重要指数。此外，设计了测度品牌生态位的指标体系，据此采用李维斯公式测算了我国两家休闲服装品牌的生态位宽度和重叠度，从生态位视角给出了我国休闲服装品牌的竞争策略，对企业制定正确的经营策略有一定的参考价值。最后提出了本文的研究不足以及下一步的研究展望。关键词：品牌生态位；休闲服装；生态位维度；竞争策略；生态位宽度；生态位重叠度AbstractAtpresem，thereisase

3、riousbrandhomogeneityphenomenoninleisureclothingmarketofourcountry,andbrandcompetitionisintense．Anditisworthytostudyonhowtogetthepreponderantbrandnichethroughcarryingouttherationalcompetitioninthemarket．Thebrandnicheoverlapdegreeofourcountry’Sleisureclothingishigh，whichinfluencesthedevelopmen

4、toftheclothingbrandandindustry’Soverallprogress．Therefore，it’Sverynecessarytoanalyzethereasonsandinfluencingfactorsofbrandnicheoverlap．Thebrandnicheoverlapismainlyconcernedwithbrandnichedimensionandwidth．Sothisarticleisbasedonthetheoryofbrandniche．Thesituationandcausesofourcountry’Scasualwear

5、brandWasdiscussedfromtheperspectiveoftheecologyinthispaper．AnindexsystemwhichistomeasurebrandnichebreadthandoverlapWasestablished．AndapartofthecasualwearbrandsinourcountryWasselectedtocarryouttheempiricalresearch．Accordingtotherelationshipofthemeasurements，thecorrespondingstrategiesofbrandcom

6、petitionwereputforward．Accordingtotheresearchofthebrandnichetheory,it’SfeasibletostudyourcasualwearbrandsinOurcountryfromtheperspectiveofecologicalniche．Atthesametime，basedontheresearchofbrandnichedimensionandbreadthandoverlapofourcountry’Scasualwearind_ustry,therelationshipbetweenthemwassumm

7、arized．Theimportantindexofeachdimensionwasmeasuredonthebasisoftheresearchresultsofclothingbrandnichetheorycombinedwiththequestionnaireresearch．Inaddition，anindexsystemofmeasuringbrandnichewasdesigned．ThenichebreadthandoverlapofOUrcountry’Scas